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Leaves are falling, daylight is fleeting and as the year starts to come to a close there’s a slight panic in the air as marketers rush to make sure goals are met. Many of those goals include driving traffic and revenue through holiday email marketing.

Yet ask anyone about the state of their inbox and they’ll complain of being overwhelmed with too many emails — particularly this time of year. Even email marketers will commiserate that there’s too much to keep up. With so much inbox stress you might expect a backlash — a mass unsubscribing from email lists or a sudden increase in carpel tunnel syndrome from repeated clicks on the spam button. In fact, the opposite is true.